Embed Size (px)
Citation preview
Ecommerce: The least pure form of product
management
Questions to
@azizmusa
“Nothing distorts reality as effectively as the promise of financial gain”
Edward Herman & Noam Chomsky Manufacturing Consent
Jan1,2012
Jan11,2012
Jan21,2012
Jan31,2012
Feb10,2012
Feb20,2012
Mar1,2012
Mar11,2012
Mar21,2012
Mar31,2012
Apr10,2012
Apr20,2012
Apr30,2012
May10,2012
May20,2012
May30,2012
Jun9,2012
Jun19,2012
Jun29,2012
Jul9,2012
Jul19,2012
Jul29,2012
Aug8,2012
Aug18,2012
Aug28,2012
Sep7,2012
Sep17,2012
Sep27,2012
Oct7,2012
Oct17,2012
Oct27,2012
Nov6,2012
Nov16,2012
Nov26,2012
Dec6,2012
Dec16,2012
Dec26,2012
Visits
5X shift in 72 hours
1 3 5 7 911131517192123252729313335373941434547495153
ConversionRate
-22% shift over the year
0
20,000
40,000
60,000
80,000
100,000
120,000
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
1 3 5 7 9 1113 1517192123 2527293133 353739 4143 4547495153
Visits Orders
1234 56 789101112131415161718192021222324252627282930313233343536373839404142434445464748495051525354
DesktopPercentageVisits MobilePercentageVisits
1234 56 789101112131415161718192021222324252627282930313233343536373839404142434445464748495051525354
DesktopPercentageVisits MobilePercentageVisits
1234 56 789101112131415161718192021222324252627282930313233343536373839404142434445464748495051525354
DesktopPercentageVisits MobilePercentageVisits
15 times lower conversion
Mobile traffic increasing
Lower conversion of mobile traffic
Degrading overall conversion
The Problem
The Objectives
Double mobile conversion rate
Launch in 5 weeks (code freeze)
Make £50k within 6 weeks
The Process
• Build, and launch
• MOCCA room
The Results
Objectives:
Double mobile conversion rate
Launch in 5 weeks (code freeze)
Make £50k within 6 weeks
Mobile Conversion
1 3 5 7 911131517192123252729313335373941434547495153
MobileConversionRate
1 3 5 7 911131517192123252729313335373941434547495153
MobileConversionRate
Mobile Conversion
1 3 5 7 911131517192123252729313335373941434547495153
MobileConversionRate
10x Improvement Conversion
On TimeJan1,2012
Jan11,2012
Jan21,2012
Jan31,2012
Feb10,2012
Feb20,2012
Mar1,2012
Mar11,2012
Mar21,2012
Mar31,2012
Apr10,2012
Apr20,2012
Apr30,2012
May10,2012
May20,2012
May30,2012
Jun9,2012
Jun19,2012
Jun29,2012
Jul9,2012
Jul19,2012
Jul29,2012
Aug8,2012
Aug18,2012
Aug28,2012
Sep7,2012
Sep17,2012
Sep27,2012
Oct7,2012
Oct17,2012
Oct27,2012
Nov6,2012
Nov16,2012
Nov26,2012
Dec6,2012
Dec16,2012
Dec26,2012
Visits
Code Freeze
Revenue
Make £50k within 6 weeks
Revenue
Make £50k within 6 weeks
Actually £50k 6 DAYS
Revenue
Make £50k within 6 weeks
Actually £50k 6 DAYS
In 6 weeks made £500k
Felt uncomfortable
Didn’t deliver pure product
Felt too much pressure
Deconstructing Discomfort
Felt uncomfortable
Didn’t deliver pure product
Felt too much pressure
Deconstructing Discomfort
Felt uncomfortable
Didn’t deliver pure product
Felt too much pressure
Deconstructing Discomfort
PURE PRODUCT
Simple and beautiful
Create Perfect
Simple Beautiful
Random
Problem
Markers
Purity of
Product
Search
Profound Simplicity
“…..to see inexplicable events as a time to fleecorresponds to superficial simplicity. People soonrealize that "it's not quite that simple." But themoment they admit that, and the moment theystart to build a more nuanced explanation, thenconfused complexity floods in.” Karl Wieck 2004
Profound Simplicity
Superficial Simplicity
Confused Complexity
Profound Simplicity
Profound Simplicity
“Profound Simplicity is not merelythe absence of complexity, it is theexquisite mastery of it.”
Beautiful
“Hear my soul speak. Of the very instant that I saw you, Did my heart fly at your
service” The Tempest. William Shakespeare
Chrome advertsJohn Lewis advert
iPod Shuffle dial
Felt uncomfortable
Didn’t deliver pure product
Felt too much pressure
Deconstructing Discomfort
4 Pressure sources
Distortive Pressures
Seasonality
Competitive Volatility
Time Pressure
“For the love of money is the root of all kinds of evil. And
some people, craving money, have wandered from the true faith and pierced themselves
with many sorrows” Timothy 6:10
“It’s impossible to unlearn what youalready know.” Chip and Dan Heath,Made to Stick
Have product principles, know them deeply If you break your principles do it consciously There’s no shame in striving for perfection and
failing
